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IMC Capstone: IMC Lab

The Integrated Marketing Communications Lab (IMC Lab) capstone
course applies key components of integrated marketing
communications including advertising, public relations, brand
positioning, and sales promotion. The objectives for this capstone
focus on using IMC principles to develop an integrated marketing
program for a client that requires research and development of
integrated strategies to achieve specific marketing objectives.
Students apply key concepts experientially by analyzing cases and
engaging with a client to complete a significant marketing project.
At the end of this course students present an integrated and
ethical marketing program consisting of marketing strategies,
advertising, public relations, and sales promotions.

In the spring of 2014 a group of IMC Lab students worked to
research, plan, and restructure the Ithaca College Traditions
Challenge. The goal of the Traditions Challenge is to increase
students’ engagement while on campus so that they have a
stronger connection to the college. With exceptional experiences
that shape and transform the Ithaca College experience, there is
hope that alumni will have a greater sense of connectivity to the
college and will be more willing to give back to their alma mater.
The IMC Lab plan was to engage students through a guidebook and a
mobile app. The book consists of information about each traditions
and other bucket list items to complete around Ithaca, while the
app is centered around a game to complete the traditions and bucket
list items.

Other students participated in the Collegiate ECHO Marketing
Challenge. This client for this nation-wide challenge was Domino's.
Students worked in teams to create an integrated marketing campaign
using all direct and interactive channels including
Domino’s-owned and earned media channels; social media,
e-mail, website, print with a goal of increasing the number of
orders driven through a Domino’s Mobile App. The target
audience was males and females ages 18-49, we skew slightly female
with a focus on Moms/head of households focused on making the
dinner decision for their family. In the spring of 2013 a group of
IMC students placed 3rd overall.